Schlumberger, the world’s largest oilfield service company, has developed technology that changed how the world explores for hydrocarbons for more than 90 years. In 2014, the company launched its most revolutionary, game-changing technology in years. It was a subsurface measure-while-drilling tool that could see a 100 foot radius around the wellbore in real time. The technology was called GeoSphere. The scope of the technology was so grand, they coined a new term to describe it: “Mapping-While-Drilling.”
Such an epic technological shift required an equally impressive introduction. The C-suite decided GeoSphere’s worldwide launch would take place at the Society of Petrophysicists and Well Log Analysts (SPWLA) show in Abu Dhabi. In addition to the show, the company held an invitation-only multimedia event at the Emirates Palace the day before that explained how the technology worked and what results to expect.
Schlumberger created a huge commercialization campaign to launch GeoSphere’s Mapping-While-Drilling technology. Multiple brochures, sales literature and a dozen case studies were produced for handouts at the event and trade show. They made four animations to demonstrate different uses for the tool. However, the pièce de résistance was the multimedia presentation for the invited guests. Carefully scripted and meticulously rehearsed, the 20-minute presentation combined live action introductions from the segment president with multimedia visuals to support these heady concepts, all presented on a stage almost the size of the tool’s range.
Combined, these tactics demonstrated that GeoSphere was not science fiction but a revolutionary piece of technology. Today, 100 live tests have already been conducted with dramatic results. By the time SPWLA was over, the launch garnered worldwide press from the all industry publications, web traffic spiked dramatically, and a sales pipeline became backlogged in short order.